Instagram Is Tweaking Its Algorithm To Prioritize Original Content Creators

Instagram is tweaking its algorithm to prioritize original content. Instagram head Adam Mosseri shared in a recent video that the algorithm is being revamped to highlight original content over reposted content. Because of this, the distribution of net-new content will also be prioritized. Instagram will be less likely to recommend content that has been reposted across multiple accounts. In order to determine whether a piece of content is original or not, Instagram will rely on classifiers.

Mosseri says that this change is part of the platform’s efforts to try to value originality more and reward creators for creating original content as opposed to rewarding aggregator accounts, which tend to reshare creators’ content.

Instagram's latest news is likely to have a significant impact on what users will see going forward. As it tweaks its algorithm to focus on original content, Instagram is once again putting its focus on creators who drive engagement through their original content. In contrast, it devalues reposted content, which is common for aggregator accounts. In spite of their popularity, these types of accounts are primarily based on reposting content from others, or outright stealing content from others.

This is a move that will benefit original creators since they have a greater chance of having their content surfaced to users and growing their following now, over aggregator accounts that the platform previously would recommend. If original content is prioritized heavily and creators start seeing significant benefits from it, it could convince creators to use Reels natively rather than upload recycled TikTok content.